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Highlights from Keynotes and Panels
March 9-13, 2011 2011 RECAP
Highlights from various keynotes and panels. On the following slides, click on images
and links for additional information.
Friday, March 11th
This is the first year there were more signups for SXSW Interactive than Music.
Marketers:• Be professional early adopters.• Try to create synergy between startups and influential people – don’t get in the way.
Related Reading from AdAge: The Over-Branding of SXSW: How Much Is Too Much?
Help Save SXSW from Marketer DouchebaggeryZeb Dropkin, Nihal Mehta, Ryan Daume, Ben Essen, Emily Gannet
Brisk and Instagram Case Study: Great example of a brand partnering with a start-up for SXSW.
Friday, March 11thBlock Party Capitalism: Where Analog and Digital IntersectJohn Gerzema, Jared Hecht, Maura McCarthy, Steve Martocci, Mark Armstrong, Susan Koger
Designing and building innovative, sustainable, and beautiful prefab homes. Factory tours offer visitors the chance to see the building process.
Start-ups:• The best entrepreneurs are creating products that solve consumer problems• Love your job!• Don’t wait for the funding to come in – start the business first• Investors should love your idea• Be careful who you partner with• First employees should plan to stay on long-term.
Bringing indie designers, fashion bloggers, and trendsetters together. Designers post sketches before they go into production. Visitors offer feedback, vote on designs and share favorites.
The idea that old-fashioned values like provenance, commitment, quality and authenticityare finding renewed commercial and social relevance through new technologies.
Saturday, March 12thFlip the FunnelJoseph Jaffe (@jaffejuice)
• Jaffe asks, Is the funnel wrong?
• Current model: chase strangers and spam people – no after sale support.
• Marketing is not a campaign, it’s a commitment.Funnel should get bigger over time.
• 75% of Zappos sales comes from returning customers
• Get out of the way and let consumers talk – encourage testimonials and ratings.
• Ideal situation: a product that sells itself.
• Who owns customer experience? Marketing, Customer Service or PR?
• Auto business suggestion: during a lease, the loner for the last scheduled service appointment should be the latest model.
• Invest in human budget vs. production budget.
Retention is the new acquisition.
Saturday, March 12th
Source: The Game Layer On Top Of The World
Keynote: Seth Priebatsch (@Seth Priebatsch)
“The last decade was the decade of social. It took connections between friends, family, and coworkers and put them online. It’s called Facebook. The social layer traffics in connections.
The game layer is the next decade of human interaction.”
1. Schools: Near-perfect game eco-systems.
2. Customer Acquisition: Free Lunch + Communal Game Play + Countdown + Email List = Groupon.
3. Loyalty: Society extends ownership.
4. LBS → Acquisition: Big partners, big money, loosen the rules and rewards.
5. Global Warming: Slide or Game? Game! If you win the game, SCVNGR will donate $10,000 to National Wildlife Federation.
Saturday, March 12thFive Secrets to a Killer Elevator PitchJoshua Baer (@joshuabaer)
• Focus on the problem, the pain – get emotional• Get on base• Everyone in the company – even the programmers – should know the pitch• Simplify, use 4th grade language – no jargon, use the right analogies• Use anecdotal data – concrete examples• Killer closing• Practice – 100x
Source: Joshua Baer’s YouTube Channel
Saturday, March 12thSausagefest: Getting More Women Into New Media & TechRachel Sklar (@rachelsklar) and Alexia Tsotsis (@alexia)
• Women aren’t encouraged to become programmers
• There are career risks - struggle to balance work/motherhood
• 11 percent of startups are founded by women, 8 percent are VC-funded
• Many women in the work force have been told to "watch their tone"
• Participate in the Op-Ed project
Sunday, March 13thRadical Openness: Growing TED by Giving it AwayJune Cohen (@junecohen)
“The natural next step is to open up content to the developer community…Every time we’ve allowed people to contribute, people have surprised and humbled and delighted us…
We know we don’t have the monopology on good ideas.”
• Mission flipped; From “ultimate dinner party” to non profit model with one goal: to spread ideas.
• After TED videos were available online they raised conference rate by 50% - the next conference sold out in one week.
• Have to let go if you want to get your message out into the world.
• Find visionary sponsors.
• April 2011, TED.com will include talks recorded in languages other than English.
Sunday, March 13thBend Over? Surprise! Agencies Are Screwing YouLucia Mancuso (@lulula) and Meghan Warby (@withoutayard)
• Community managers should actually tweet/blog. They need to drink the social media kool-aid before walking through the door for an interview. Hire based on what they do not just what they say.
• Educate clients on Social Media Strategy and train them to maintain it well.
• Help clients create content.
• Brands knows the brand best.
• Social Media Measurement should be based on how many people come back after the campaign.
• Rock one channel – don’t suck at them all.
Adrants: Age Old Battle Between Agency and Client Continues
Sunday, March 13thThe Art of EnchantmentGuy Kawasaki (@GuyKawasaki)
• Likeability - smile, equal dress, shake it. Achieve trustworthiness - default to yes.• Conduct a pre-mortem, analyze a hypothetical failure.• Enchant all the influencers.• Invoke reciprocation - let people pay you back.• Customize the introduction, use salient points and pictures to illustrate ideas.• Sell your dream. Engage fast, many and often.• Prototype quickly – deliver bad news early.• Perfect scenario: Apple’s product, Virgin’s likeability, Zappos’ trustworthiness.
Source: Enchantment: The Art of Changing Hearts, Minds, and Actions
Sunday, March 13thKeynote: Christopher “moot” Poole (@Moot / @4chan)
• The traditional message board has never changed.
• Anonymity is authenticity. Fluid identity is a big part to 4chan’s success. No login necessary, content is not archived. 12 million monthly unique visitors.
• Many popular viral videos, phenomena and memes get their start on 4chan.
• Don't poke around unless you know what you're clicking on.
• Canvas is all about a shared experience and collaboration. Fun to upload your picture and come back later to see what others have done to it.
• Check out the beta version of Canvas.
Monday, March 14thKeynote with Felicia Day (@feliciaday)
Felicia Day link bundle: bit.ly/sxswfd
Key Points:• TV/Movies aim to please everyone. In digital, each site is like a different channel. • Internet community is more savvy to product placement and advertising.• Learn to find the art in your science.• Ask yourself, are you saying something unique to the web? Unique to yourself? Who is your audience?• You can say what you want about women gamers and women in tech. But, this is what I do - I lead by example.
Monday, March 14th
Quotes from The Thank You Economy:
"People embraced social media because communicating makes people happy; it's what we do. It's why we carved pictures into rocks. It's why we used smoke signals. It's why ink won. And if someone ever develops a tool that allows us to communicate telepathically, we'll be all over that, too. How businesses will adapt to that kind of innovation, I have no idea. But they will, I'm sure. At least the ones I am associated with will."
“In the 1940’s, we’d have found out about the progress of our neighbor’s new wall papering project or model during run-ins at the bus stop or the Piggly Wiggly. In 1990 we might not have known about these projects at all. And in 2010, we cannot only know about them, we can see pictures and video chronicling their progress and get information about the retailers and service providers involved.”
The Thank You EconomyGary Vaynerchuk (@garyvee)
Summary Points1. Communicate the dream of the luxury brand2. Digital as a piece of the larger puzzle3. Tell a great story4. Be a cultural tastemaker5. Provide a trusted guide to lifestyle enhancement6. Use history as a way to push forward7. Encourage the spirit of competition8. Talk to younger luxury consumers9. Offer incomparable service10. Use digital to convey exclusivity
Source: Digital Strategies for Luxury Brands
Tuesday, March 15thThe Luxury/Digital Paradox: Taking Luxury Brands DigitalMarci Ikeler (@marciikeler) and Phillip Jackson (@PhilAugustaJ)
Leverage digital to define luxury, curate content, and develop a world of aspiration.
Audi: Release the Hounds
Source: Building a Connected Brand
Tuesday, March 15thReal-time Marketing in a Connected World Adam Lavelle (@ALavelle), Angela LoSasso (@AngelaLoSasso), Siobhan Quinn (@siobhanquinn)
• Social shopping will be driven more and more by your networks purchasing behavior.
• Owned, influenced and observed content strategy mix required.
• Brands need to develop a toolkit for their strategy first, then execute in a real-time context.
• Consumer opt in is key to building trust in real-time marketing.
• Authenticity is key to humanizing the brand. • Humanize the brand. Customers are much more forgiving about issues as long they know you are working to fix problems.
Today, brands, media and audiences are equal participants in an ecosystem where each party is both a content creator and distributor.
If you enjoyed the SXSW Barnes & Noble bookstore, check out their list of featured books.
SXSW twitter list of notable attendees.
See you soon!
Thanks! Katherine J Garcia | @KatherineJulia